Customer decision journey:MAMA SHELTER PARIS

OPRIS RalucaMBA2A

PARIS 2013

http://www.mamashelter.com

THE CONCEPT• Unique and unusual;• Concept imagined by Serge Trigano (former

founder of Club Med) + design made by well known architect Phillipe Starck + restaurant menu created by famous chef Alain Senderens + strange location XXth district of Paris = succes;

• Focus on the cozy and familiar atmosphere inside the hotel rather than on expensive decorations;

• A concept of «hospitality business », a sort of « like home » but with certain improvements.

TARGET CUSTOMERS• No specific segmentation of the clientele;• Everybody from kids, business men, couples,

retired people, neighnbours, students – a mixture of people;

• Whole concept is based on mixing genders, ages, social levels and all possible profiles;

• There is a mixed crowd, sometimes with three generations at one table and all the social profiles;

• Real focus on the customer a.e « Mama Loves You », « Mama Feeds You »

WHY?

• I have worked and I still work there and in the near future I see it as the starting point of my career;

• I really like the concept and it still creates much buzz and atract a lot of new customers;

• The concept is really great and the experience of staying there is very nice;

• I really appreciate all the hard work and dedication that the employees are showing.

Where do OTA’s fit in the journey?

• In the Assisting phase because they help customers gain knowledge about the hotels;

• They create awareness as hotels display photos or interactive videos of their property;

• Sometimes people may not know about a hotel without its presence on the OTA’s.